vcc.ca
HOSP 3670: Services Marketing
Effective date
May 2027
Department
Hospitality Management App Deg
School
Trades, Technology and Design
Description
In this course, students will develop knowledge on how to market service-based businesses. Students will be introduced to services marketing concepts and will gain insight into new consumer trends that apply to hospitality-based businesses. Students will examine services marketing in terms of effective marketing strategies and overcoming marketing challenges in the current business environment.
Credits
3.0
Year of study
3rd Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Discuss distinctive service marketing challenges.
- Apply the components of the extended marketing mix (7 P's of Service Marketing) in the hospitality sector.
- Analyze pricing strategies for service based businesses.
- Design a positioning map for a service business.
- Develop a blueprint for a service process with all the typical design elements in place and assess for potential fail points.
- Identify effective components of advertising and evaluate advertising collateral for a service-based business.
- Analyze the factors that cause customer dissatisfaction.
- Discuss complaint handling and the service recovery process.
Prior Learning Assessment & Recognition (PLAR)
To learn more about the PLAR pathways for this course review the Bachelor of Hospitality Management Program Content Guide.
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
Presentations, class discussions, online research, case studies, group work, individual assignments
Grading System
Letter Grade (A-F)
Passing grade
D (50%)
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Participation |
10 |
Participation, preparedness and presence |
|
Quizzes/Tests |
10 |
|
|
Assignments |
10 |
Chapter Questions and Homework |
|
Assignments |
25 |
Marketing Project |
|
Project |
20 |
Case Study Presentation |
|
Final Exam |
25 |
|
Course topics
- 7 P’s of Service Marketing
- Three-stage model of service Consumption
- Positioning services in competitive markets
- Challenges of marketing services
- Developing a service blueprint
- Pricing strategies
- Effective advertising
- Crafting the service environment
- Complaint handling and service recovery (11 Step Service Recovery / LEARN model)
- Customer Loyalty Programs and Guarantees
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.